Chapter 11: Promotion Decisions

Chapter Summary:

In this chapter, we begin our discussion of the promotion component of the Marketer’s Toolkit. We start by defining promotion, and we show how promotion is used to meet different objectives. Because communication is a key element of promotion, we take an extended look at the communication process. Next, we explore different characteristics of promotion and how different promotional methods stack up to these characteristics. Finally, we discuss factors affecting the choice of promotional methods.

Key Issues:

What is Promotion?

Objectives of Marketing Promotions

Types of Promotion Objectives

The Communication Process

Characteristics of Promotions

The Promotion Mix

Factors Affecting Promotion Choice

Links to Cited References:

Shannon, Claude. E. and Warren Weaver. The Mathematical Theory of Communication. University of Illinois Press, 1949.

Schramm, Wilbur. The Process and Effects of Mass Communication, University of Illinois Press, 1960.

Some organizations have developed such a strong customer following that they require very little spending on promotion and rely almost exclusively on word-of-mouth. For examples see: Valenti, Catherine. “Some Brands Thrive Without Advertising.” ABC News, August 23, 2017. http://abcnews.go.com/Business/story?id=87805.

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